122 TECHNOLOGY / CASE STUDY
MIRROR MIRROR...
House of Fraser worked with Philips Lighting on its Oxford Street store to create an inovative solution aimed at improving customer experience. A highlight is the interactive lighting scenes in the fitting rooms.
With 63 stores of varying ages and architectural design, House of Fraser faces a challenge in establishing a consistent ‘look and feel’ that reinforces its brand identity.
Lighting plays a key role in achieving this and House of Fraser teamed up with Philips Lighting in order to explore a number of lighting options for its flagship store in Oxford Street, London. Research showed that around 60% of purchasing decisions for clothing were made in the fitting room and in respose Philips opted to introduce a pioneering approach to the lighting in both the lingerie and general fitting rooms.
The existing lighting in the lingerie fitting rooms comprised a T5 fluorescent mirror light strip, supplemented by a recessed metal halide downlight and a decorative wall sconce. When brought together, this created an unwelcoming space with uncomfortable glare that highlighted shadows on the customers’ bodies. Crucially, the lighting did not provide customers with an accurate perception of what the clothes would look like in the different environments they would be wearing them.
The new solution uses Philips AmbiScene
Occasions mirrors, which provide tuneable white light that can be adjusted by scene- setting controls, allowing customers to switch between ‘day,’ ‘evening’, ‘by the pool’ and ‘natural daylight’. This faclity lends customers greater confidence in their purchasing decisions, increasing the likelihood that they will buy. In addition, recessed metal halide downlights have been replaced with suspended square LED feature luminaires to provide indirect cove lighting. The wall lights have also been re-located and fitted with Master LED lamps, while an additional Occasions mirror has also been installed at the end of the corridor circulation area to provide greater freedom of movement. Existing CDM downlights in the fitting rooms have been removed, some being replaced by StyliD compact LED fittings. The new lighting has eliminated the build- up of heat that was experienced with the previous CDM lighting, ensuring customers are more comfortable and market research has since proved positive.
The personal shopper experience is an important part of the House of Fraser service and one of the personal shopper suites had no natural daylight, making the space feel claustrophobic and
uncomfortable. The ambient lighting in this area has been enhanced in order to provide higher light levels and improved colour rendering, using recessed StyliD LED spotlights to help shoppers fully appreciate the colours and textures of the materials and fabrics. An Occasions mirror with three lighting scenes has also been installed. The ambient lighting is further enhanced by two Philips Luminous Textile panels, which integrate multi-coloured LEDs within textile panels to provide a unique ambient lighting system. These panels create ‘mood walls’ that can display dynamic content while integrating with other decorative and ambient effects. They also help to compensate for the lack of natural daylight in the space.
The scene selection concept is taken a step further in the personal shopper fitting room, where a Philips AmbiScene Seasons mirror uses integrated frontal lighting and optional ambient coloured lighting to provide eight lighting scene options, including ‘winter’, ‘spring’, ‘summer’ and ‘autumn’ as well as ‘indoor’, ‘outdoor’, ‘evening’ and ‘party’.
www.philips.com
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